Network 10’s latest research attempts to go beyond traditional demographics and linear TV to understand cross-platform consumption by different groups of people.

The network commissioned a survey of 2,500 Australian adults and has broken them into four segments based on how they consume media.

It has dubbed these segments Cord Forevers, Cord Shavers, Cord Cutters and Cord Nevers, with the categories ranging from older people who watch TV in the same way as they always have (Cord Forevers), through to young people who take streaming over linear TV (Cord Nevers). The network also ascribed other characteristics and tendencies to each category, such as disposable income, whether they like brands to actively engage with them, propensity to shop at supermarkets etc.

Network 10 said the research found that:

• TV is in the top two when it comes to the preferred media entertainment option for all segments. It is #1 with Cord Shavers and Cord Forevers and #2 with Cord Cutters and Cord Nevers behind subscription video on-demand (SVOD)/broadcast video on-demand (BVOD).
• Among all segments, there is a strong appetite for a new entertainment subscription video on-demand service.
• Audience engagement beyond broadcast is stronger for big reality TV programs than it is for the biggest international SVOD dramas.
• TV is the most trusted news source for all segments except the Cord Forevers where it was behind newspapers.
• When a big news event happens, Cord Forevers (74%), Cord Shavers (60%), Cord Cutters (58%) and Cord Nevers (44%) would choose to watch updates live on TV over catch-up services and social media/online news sites.

Chief sales officer Rod Prosser welcomed the findings. “No matter what platform the content is distributed, TV continues to bring people together like no other medium. There is no better time to be part of the new TV,” he suggested.